The Brand Handshake

Mail has a special place in the marketing mix, and the envelope is a crucial first point of touch.

There’s little doubt that direct mail and doordrop are going through a golden period of success, with report after report demonstrating their effectiveness at grabbing the attention of the consumer, compelling them to open and guiding them towards action. The latest JICMAIL results show that 77% of consumers read or looked at mail in Q4 2024, with the average DM piece interacted with for 133 seconds across a 28-day period.

Meanwhile, the latest IPA Bellwether Report shows that despite marketing budgets being cut by an average of 4.8% – the first decline in four years – direct marketing experienced a solid budget expansion, with its net balance rising to 9%, up from 5.6% a year ago.

“In spite of considerable macroeconomic headwinds for businesses, the Bellwether survey provides some evidence of resilience among UK marketers,” said S&P Global Market Intelligence economist and author of the report, Maryam Baluch. “An increased budget for direct marketing indicates a proactive and agile approach to overcoming these challenges.”

Trusted And Tangible

The reason why mail remains so resilient in the face of substantial challenges is that it works on a pure one-to-one basis. In the moment of opening, there’s no competition from other brands for attention, resulting in plenty of time and space for a consumer to take in the mail’s message and act upon it.

“Direct mail continues to hold its ground in the marketing mix because it’s a trusted, tangible form of communication,” explains Ralph Barter, Trade Sales Director of Blake Envelopes. “Unlike fleeting digital ads or emails, direct mail engages multiple senses – touch, sight and even smell – which helps create a deeper cognitive impact. People physically hold a piece of mail, and that physical interaction builds credibility and memorability.”

The First Touch

But before you get to the sales message itself, there’s one crucial element of the mail strategy that the consumer has to engage with: the envelope. It may not be top of the agenda when it comes to campaign creative, but it can make the difference between a piece of direct mail being opened and read or put straight in the recycling bin.

“First impressions are everything,” says Barter, “and the envelope is your brand’s handshake. It’s the first physical touchpoint a customer has with your business, so its design, feel and quality speak volumes.”

A well-crafted envelope piques curiosity, creates anticipation and builds excitement before the message inside is even revealed. In this way, the envelope not only increases open rates but also strengthens brand perception and engagement.

“Mail creates presence while the envelope creates curiosity,” says Barter, “Together, they build anticipation – and that’s absolute gold for engagement.”

To find out more about Blake Envelopes, go to blake-envelopes.com